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Not-So-Big Homes Provide Unique Marketing Advantages

Among elderly home buyers, not-so-big homes are in high demand, but builders need to think things through carefully to offer design details that will make up for lost space and create the ambiance that this discriminating segment of the market is looking for, according to panelists at NAHB’s Seniors Housing Symposium, “Building for Boomers and Beyond,” which was held in Chicago April 14-16.

In a telephone survey in April of 250 55-75-year-olds, less than one-fourth of the respondents who are planning to move again said that they wanted a home over 1,600 square feet, said Robert Adams, president of Brooks Adams Research. Almost 40% of them currently live in homes that have more than 2,000 square feet.

Seventy percent of those participating in the survey reported having incomes of more than $50,000.

Adams also found in his research that 40% would prefer multifamily retirement housing; and 60% wanted two bedrooms.

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Speakers provided a number of pointers on how to successfully design smaller homes for elderly households.

Stressing that aging baby boomers are looking for choices and options, are design savvy and very image conscious and will require homes that are wired for the Internet, Cornelia Hodgson, of Dorsky, Hodgson and Partners in Cleveland, OH, made these observations:

  • Universal design is a key marketing principle, but boomers will need to be convinced that “barrier-free can be beautiful.”
  • Openness and circulation in the floor plan can make smaller seem bigger and successful designs are veering to a great room concept, although “people want separate kitchens.” Natural light is also a big plus.
  • Porches are becoming important, enclosed patios can function as four-season rooms and big garages are in order for “people who want more and more storage space.”

Mary Jo Peterson, whose kitchen-, bath- and universal-design company is located in Brookfield, CT, shared these findings:

  • The research shows that elderly buyers want a formal dining room, but dining space can be provided as part of a flexible great room.
  • Universal design is needed for lifestyle enhancements and it should start at the street leading up to the home’s entrance. “If at all possible, don’t do a ramp,” she advised. “It’s tough to make it look good.” As a general rule on universal design, “If it doesn’t look good, don’t use it.” Also, aging baby boomers may be focused on health, but they don’t like to talk about it.
  • Floor plans should allow for easy passage through the space, with fewer hallways and fewer doors, although door openings are okay.
  • In the kitchen, raised dishwashers can prevent stooping, but they need to be placed at the end of the countertop run so they don’t break up the work surface. Other desirable features include a microwave hung from the back of the island, smooth surface cook tops, heat-proof tiles on work surfaces, a small sink adjacent to the cook top and a stool under the cook top.
  • In master baths, 80% of buyers are taking the option for bigger showers instead of a tub as long as there is another tub in the house. “A place to sit in the shower is also good.”

Carol Miles, of Acadian Builders of Gonzales, LA, discussed what her company is doing at The Greens at Pelican Point, an 800-acre 55+ active adult community located centrally between Baton Rouge and New Orleans that offers outdoor and recreational activities with eight miles of scenic trails, lakes, tennis courts, a 36-hole championship golf course, clubhouse and swimming pool.

Residents of the community, who range in age from 45 to 81 and are 62 on average, are told that “the only quiet moments are the ones you choose.”

In the initial phases of the development, four models were offered, with the living area ranging from about 1,400 square feet to almost 1,800. The total area of the homes, however, is substantially larger when garages and porches are added in.

Among the design features at The Greens are:

  • Impressive entryways with wrought iron gates, old brick, courtyard pavers instead of concrete and lush landscaping.
  • Nine- to 12-foot entryways are arched with views leading into the home and are preceded by blooming plants.
  • “Create a feeling that downsizing doesn’t mean they have to give up their treasures and collections,” says Miles. Bookshelves and other built-ins provide display areas that “take up less space when they are made part of the structure.”
  • Rear covered porches bring the outside in; tiles and decorative fountains provide a rich feeling.
  • Master bedrooms are very large, with extra details such as shelving above the bed, decorative sconces and vanities and bay windows.
  • Acadian Builders’ average customer at The Greens chooses $10,000-$30,000 in upgrades, so “it’s good to show them in the model homes,” says Miles.

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